March 2015 - Page 2 of 5 - Branding Strategy Insider

4 Ways Brands Should Support Sales Teams

March 24, 20154 min

While there has been plenty of discussion around how marketing and sales teams should play well together, the onus on brand owners to proactively support people in the field seems to have attracted less attention. Customers, of course, make no distinctions between which parts of the organization they are dealing with at any one time. In that sense, brand is sales: a brand is only as good as its ability to attract, convert and retain...

by Chris Wren

Brand Strategy

Brands And The Evolution Of Surprise

March 23, 20154 min

Capturing surprises likely started with the invention of the camera and it seems we will never tire seeing how ordinary people react in extraordinary situations.

by Mark Di Somma

Brand Management

5 Metrics For Measuring Brand Potential

March 20, 20155 min

While the measures for evaluating what a brand is worth are well established, those for quantifying a brand’s potential seem less so. In general, brands are valued on their residual equity (what they are associated with and the depth and competitiveness of that association), their competitive performance and how much they are assessed to be worth.

by Chris Wren

Brand Architecture

Brand Architecture In The Digital Age

March 19, 20153 min

Society is accelerating. In the digital world, time and geography are of little relevance. People can be anywhere and everywhere. As lines blur providing some separation between “real life” and “digital life”, it becomes increasingly difficult to maintain distinct parts of our lives.

by Mark Di Somma

Brand Strategy

6 Ways To Keep A Brand Leadership Position

March 18, 20154 min

Everyone talks about growth and for the need to become a market leader. But once you’ve become the number one player, then what? What do you do after that to retain the lead you’ve worked so hard to get and that has now made you the target of everyone else’s aspirations?

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